As a proud member of the Food & Drink Wales Industry Board and founder of Goch & Co, a Wrexham-based business specialising in African-inspired condiments, I’ve had a front-row seat to the changing tastes and expanding horizons of the food industry in Wales.
Since we established Goch & Co eleven years ago, our mission has been to bring the vibrant flavours of Africa to Welsh kitchens, and to global tables. More recently, we’ve launched our sister brand, Vuka, a health-focused muesli that has joined Goch & Co in gaining international recognition.
In today’s world, the concept of “Welshness” is evolving beyond traditional favourites like lamb, cheese, and yogurt. Our society is increasingly diverse, and our digital age gives consumers an unprecedented view of global flavours and stories, right from their smartphones. This digital access allows people to learn about the origins, culture, and people behind the foods they enjoy, creating a more intimate connection. With this shift, it’s not just about the food, it’s about the people, the traditions, and the stories. We’re seeing a demand for authenticity and connection in the food choices people make, and as a business, we’re excited to be part of this narrative.
At Goch & Co, the name itself holds a story. “Goch” is inspired by my heritage, I'm originally from Zimbabwe, and the term translates to “barbecue” in Shona, but in Welsh, it means “red.” This blend of cultures captures our mission: a fusion of African and Welsh elements, inviting a little spice and warmth into the culinary experience.
Our new brand, Vuka , also carries a story. In Zulu, “Vuka” means “to awaken,” and that’s exactly what we aim to do, to accompany people from morning to night, from their muesli at breakfast to snacks and evening treats. We want to be a part of people’s daily lives, wherever they may be in the world.
Bringing our products to the market wasn’t without challenges. We were introducing a unique range of spices and flavours, ingredients that were not commonly found in local kitchens.
Starting as newcomers in the food industry, I am an accountant and my husband a health professional, had a steep learning curve. Yet, with the invaluable support of the Welsh Government, industry clusters, and networking opportunities, we’ve grown from a small family business to an internationally recognised brand. Our products now reach consumers worldwide, and we even had the privilege of featuring in the popular series Welcome to Wrexham, which introduced our brand to a global audience and opened new doors.
As I look ahead, I’m encouraged by the future of Welsh food and drink. The demand for diverse, innovative flavours is growing, and I believe there’s endless potential for blending Welsh quality with international flair. Wales is home to an array of talented producers who are crafting “masterpieces” of Welsh food, whether rooted in local traditions or inspired by the global market. Together, we’re building a food landscape that celebrates both the familiar and the new, creating a true “taste of Wales” that has something for everyone.
In this evolving industry, Welsh and global flavours can not only coexist but thrive. We’re in a unique position to blend the best of both worlds, offering people the authentic stories, flavours, and connections they crave.
As Goch & Co and Vuka continue to grow, we’re excited to share the provenance of flavours from Africa and a lot of Wales with the world.
